Frequently Asked

This largely depends on your goals and capacity to handle meetings. Some clients want 10 meetings a month, others want 50 upwards. We discuss this during onboarding and align campaign volume to your sales team’s availability. 

Tell us who you want to target, how many meetings you can sit and we’ll give you an estimate of how many leads to expect in a free 30-min consultation.

Expect your first meetings 2–3 weeks after onboarding. The first 1–2 weeks are dedicated to building deliverability infrastructure, warming your branded domains and refining the strategy behind your campaign.

Once your campaign starts, we typically see momentum build weekly. 

Straight into your team’s calendars and your CRM. Flowd integrates with all the biggest CRM platforms like Hubspot and Salesforce, and we can even integrate.

If you don’t use a CRM, we’ll still make it possible for you to log, track and review every meeting.

Yes. You choose your ideal customer profile (ICP) and we’ll build the prospect list from multiple sources, including custom data scrapes if required.

The beauty of cold email is that you can go broad or hyper-niche, and we’ll work with you to determine the best route for your campaigns.

We’ll help you to pivot a campaign if needed. We’ll generally finish engaging existing contacts first (so no data is wasted), then shift to your new targeting criteria.

Speak with your dedicated Customer Success Manager who will be able to support and guide you through any requires.  

We don’t offer a one-size-fits-all service, so this largely depends on the volume of sends you require from a campaign. Pricing starts from around £4,000 per month, with some clients spending as much as £10,000 per month. 

On average, Flowd clients see a ROI of at least 700% — for an estimate of what ROI we can deliver to your company, please use our ROI Calculator or book a meeting with one of our outbound experts.

We’re not just a tool – we’re a fully-managed, done-for-you service. That means real humans writing, targeting and refining campaigns using tools like Lemlist and Apollo with decades of combined experience behind us.

You get results much faster and without needing to become a cold email expert (or hiring one internally).

We nurture leads from initial outreach all the way to the sales meeting being booked, so you don’t need to do much except for turn up to the meeting and close the deal. 

There will be occasions when a prospect asks a question about your product/service that we’re not 100% sure about. In these instances, we’ll reach out to you for an answer and respond on your behalf.

After each meeting, we ask that you complete a quick meeting review so we can track the quality of the meetings we book and make adjustments where necessary to ensure maximum ROI.

Book a demo with one of our Account Managers here.

This will be a casual, 30-minute chat where we tell you more about Flowd, find out more about your business and help you determine whether we’re a good fit for your lead generation needs.

• Cold lead = they’ve never heard of you
• Warm lead = they’ve shown interest or intent in your service/product (e.g. clicked a link, replied to an email or visited your site)
• MQL= A warm lead that fits your Ideal Customer Profile (ICP) and meets your criteria for a sales meeting

Our goal is to source cold leads, warm them up through our cold email campaigns, before confirming that they match your ICP and booking them in for a meeting with your sales team.

We have a thorough onboarding process where we dive deep into your target criteria from the very beginning before starting a campaign, to ensure the quality of contact data is precise from the get go.

Yes, but only if they’re genuinely relevant and human.

Most cold email campaigns average a 3–5% reply rate. But we prioritise quality over quantity every time.

What gets replies in 2025 is personalisation, relevancy, timing and clarity.

We’ve run campaigns that consistently achieve 8–20% reply rates. That kind of performance comes down to two key factors:

1. The client has clarity – they know exactly who they’re targeting and have a strong, compelling proposition.

2. We have insight – our team takes the time to understand your goals, and we build a collaborative relationship that allows us to bring creative, flexible ideas backed by data and experience.

Not when it’s done properly. Spam is irrelevant, intrusive and sent without targeting or context. 

Cold email, by contrast, is legal under GDPR and PECR when based on Legitimate Interest – meaning the message is relevant to the recipient’s job, includes an opt-out, and is sent with reasonable expectations. It’s unsolicited, but not unlawful. 

Done right, it’s direct, respectful, strategic and valuable.

We take a layered approach to personalisation, using a wide range of data points to boost relevance—such as job role, industry, behaviour, firmographics, and more. These are typically implemented via merge fields, but our strategy goes far beyond that.

We’ll never just drop in a {{firstName}} and call it a day.

Instead, we test different copy styles, offers, and frameworks aligned with buyer psychology, while always staying true to your brand’s tone of voice.

Curious how this could work for your business?

Book a free 30-min consultation call and we’ll show you in realtime.

First, look at how you’re defining ‘doesn’t work’. Are prospects not replying or not converting? Where your campaign fails will give you a strong indication as to what you can improve. 

For example, if prospects aren’t replying at all, there may be issues with your deliverability infrastructure. On the other hand, if they are replying but responses are negative, there is likely a problem with your targeting or approach.

In the early stages of a Flowd campaign, we test different audiences and approaches to determine the best route to market for your business. Then, if it still isn’t performing to the levels that we expect, we look at the full funnel from targeting all the way through to your sales cycle spot areas for improvement and what can be refined.

It depends on your industry and offer, but as a benchmark:

• Reply rate: 2–5%
• Reply to meeting conversion rate: 60–70%

We don’t stop at benchmarks. We hold regular check-ins with every client to review reply quality and conversion rates. If performance is strong, we look at how to scale it. If it’s underperforming, we adjust targeting, messaging, offer angles and timing until we see improvements.

Not anymore. Due to changes in how email providers filter emails, pixel-based open tracking can harm deliverability by triggering privacy tools.

It’s also increasingly inaccurate: changes from Apple Mail and other providers now auto-load tracking pixels, inflating open rates and making the data unreliable.

In cold email, protecting domain reputation is more valuable than vanity metrics. We focus on real outcomes like replies, meetings booked, and revenue generated.

We focus on the metrics that matter most:
Booked meetings, pipeline generated and closed revenue.

We also track reply rates and sentiment to ensure no opportunities slip through the cracks. Every Flowd client gets access to a live performance dashboard, so you can monitor these metrics in real-time.

It’s also important to recognise that buyer timing isn’t always perfect — budgets might be locked in elsewhere, decision makers may need to be brought in, or internal priorities could shift.

That’s why we view cold email as valuable across the entire funnel:

• Top of funnel: It builds direct awareness with your ideal buyers—of both your brand and your proposition. That means more qualified traffic to your site and more LinkedIn profile views.
• Bottom of funnel: It delivers clear, targeted calls-to-action that convert when timing aligns.

By targeting high-quality, relevant contacts, your ideal buyers are more likely to re-engage when the time is right, either by responding directly or moving through your wider marketing ecosystem before converting.

Most Flowd clients see an average ROI of 700% but some with higher AOV may see a much higher ROI than this. 

Expected ROI varies depending on factors unique to you, and your business goals. For an estimate of what ROI we can deliver to your company, please use our ROI Calculator or book a meeting with one of our outbound experts.

No agency should, and if they do, it should be seen as a red flag. However, we appreciate that you have sales targets to hit and want assurances before signing up, so we offer a 90-day pilot for you to measure impact quickly with no long-term lock-in.

We know we can deliver a strong ROI to the vast majority of businesses, but we do have our own ICP boundaries and will tell you very quickly whether we can work with you or not.

If we can work your business, we can then offer those short terms because we’re confident in the partnership.

Yes and no. Tools like ChatGPT and Claude can help draft copy, but without oversight from a human with copywriting expertise, you’ll get generic results.

Flowd uses AI to support ideation, deeper research and analysis, along with system efficiencies to execute with speed and precision.

It’s important to figure out why a campaign isn’t performing well, rather than just guessing and potentially breaking an element that was working well.

A general rule of thumb is as follows:

• No responses = deliverability issue
• Low reply rate = messaging or list quality
• Low reply to meeting conversion rate = weak offer or bad fit

Yes. In B2B, cold emails meet GDPR and PECR criteria as long as the outreach falls under ‘legitimate interest’.

That means:

1. Targeted by role and/or relevance
2. Clear opt-out is included
3. Data is used and stored responsibly 

We always ensure we meet these 3 requirements for every campaign we send.

No. We will set up alternate domains for cold outreach, warm these up to ensure maximum inbox placement and send your campaign across multiple domains to prevent damaging any one particular domain. This protects your primary domain, but outreach will still look as though it’s coming directly from your team.

We will also set up redirects from the alternate domains to your primary domain, so prospects can easily visit your site and see what you’re all about.

Through smart copywriting (no spam words/phrases), strong sending infrastructure, volume control, relevancy of proposition to recipient, and compliance with safety protocols like SPD, DKIM and DMARC. We test every email to ensure it passes spam triggers.

Deliverability is foundational to results, so we obsess over it. We have a dedicated team internally just for Deliverability.

Book a call with one of our team to learn more free 30-min consultation.

We provide the new branded domains for your outreach.

This is key, as we have an deep infrastructural setup on every domain that ensures maximum deliverability.  We have different steps in place for warming up the domains, and minimising the risk of domains getting burnt. Our domain infrastructure allows us to send emails at scale whilst minimising the volume per domain and user. 

Every domain is consistently monitored by our dedicated Deliverability Analysts.  This gives us full control and responsibility of the delivery. The systems around domains can make or break a campaign’s success.